Female Founders: How to Build Confidence and Visibility Through Your Story

The pain of feeling invisible isn’t just about being unseen—it’s about struggling to see yourself. And for a long time, I didn’t know who I really was.

I was the quiet kid. ‘Annie, She’s quiet and keeps to herself’ I overheard my mom say. ‘..an introvert.”

Ok, I guess I am, I thought. I loved being alone, avoiding loud environments and overstimulating situations. Crowds, chaos, and too many voices drained me. But over time, I realized something else: I’m actually what you’d call an ambivert.

With the right people, in the right setting, I come alive. I connect deeply, and connection energizes me. But the quiet? Well, I still love it and it’s where I seek inspiration.

Still, as a child, I learned to stay small, out of the way. Growing up in an somewhat chaotic environment, it was easier to disappear into the background. I felt like the overlooked one—the quiet one—the invisible one. 

When no one mirrors you, when no one gives you their undivided attention, it leaves a gap. Like looking into a blank canvas, I kept searching for an answer to the question I didn’t yet know how to ask: Who am I?

Paradoxically, the absence of a clear identity didn’t mean I was blank. Instead, I took on a role: The Outsider.

It wasn’t one I chose; it was given to me by my circumstances. I looked different. I ate different food. Wore different clothes. Went to a different school. My family was a patchwork of dynamics that didn’t fit the tidy expectations of others. I stood apart, and that “apartness” began to define me.

What I didn’t see back then, though, was this: that identity—The Outsider—held clues. It had shaped my sensitivities, my ability to observe, to notice things others overlooked.

And now I see how it quietly led me toward my work.

Seeing Others, Finding Myself

It’s no surprise that I was drawn to portrait photography.

When I hold a camera, I do for others what I so desperately needed as a child. I hold up a mirror. A true, reflective mirror—not one that distorts, judges, or criticizes. Portraits are more than images. They’re moments of being seen. Stillness and vulnerability come together, and suddenly, something deeper emerges. A glimpse of truth. A hint of identity.

I remember this realization hitting me like a wave: This is what I’ve been searching for. Not just for myself, but for others. When I photograph someone, I give them space to pause, to be still, and to truly see themselves. It’s a process of reflection, for both of us.

Later, as a solo entrepreneur navigating my own business, the theme of identity showed up again—but in a different form. I began to realize how deeply identity and story shape the way we show up, not only as individuals but as business owners.

When we don’t know who we are—when we haven’t unearthed our story—we feel disconnected. We try to mimic what’s worked for others. We bulldoze over our own values, hoping we’ll stumble into success. But the result? We feel drained, lost, invisible.

The Power of Discovering Your Story

It wasn’t until I began to reflect on my own story that things started to shift. I looked back at the patchwork of experiences that shaped me. I saw the moments of struggle, the outsider role I’d clung to, and the lessons I’d gathered along the way. Slowly, I began to see patterns. A blueprint. A narrative.

And here’s what I realized: our stories aren’t just for others—they’re for us. They hold the clues to our purpose, our direction, and our identity.

When we uncover our stories, we stop drifting. We stop trying to be what we think others want us to be. We start building something meaningful—something real.

For me, discovering my story gave me a renewed sense of purpose. It changed the way I showed up in my work. It gave me the confidence to communicate, not just what I do, but why I do it. And people noticed. When you show up authentically, people don’t just see you—they connect with you.

A Message for Women Navigating Their Own Stories

I see so many women—creatives, solopreneurs, dreamers—standing at the edge of their potential but feeling stuck. I’ve been there. I know how it feels to lose yourself while trying to be everything for everyone.

But here’s what I want you to know: your story is your strength. It’s not something to hide, dismiss, or overlook. It’s the very thing that will set you apart and guide you forward.

Take time to pause. Reflect on your experiences. Honor the moments that shaped you—yes, even the messy ones. Your story has value. Your story is a mirror. And when you see it clearly, you’ll start showing up with confidence and clarity, both in your business and your life.

Soft Call to Action

Are you starting a business or want to re-align an existing one? If you’re ready to uncover your story but don’t know where to start, I’m here to help. As someone who’s been through this process myself, I guide women like you to find the threads of your story, align with your values, and show up authentically—whether that’s through visual storytelling, business clarity, or simply reconnecting with yourself.

Your story matters. Let’s uncover it together.

Women Do Business Differently—Here’s Why That’s a Good Thing

You’ve taken countless courses, learned tactics, taken action, written, applied—and still—things don’t seem to work. They don’t feel right. They don’t elicit the response you had hoped for.

Business, by its nature, has been a male domain for centuries. And while women have been part of this world for over half a century, there’s still a gap in awareness about the profound differences in how men and women approach it.

Though we’re beginning to see shifts, the belief that women need to behave like men to succeed in business still lingers. It’s no surprise—this has been the model for so long. But as more women step into entrepreneurship, we’re starting to realize that simply taking and applying tactics doesn’t always work when it’s a one-size-fits-all approach.

In the UK, women are stepping into entrepreneurship like never before. Female-founded companies are growing rapidly, with over 150,000 new businesses launched in 2022 alone. Despite this, confidence remains a major barrier for many female entrepreneurs. In fact, 66% of women cite lack of confidence as their biggest hurdle. Additionally, nearly half (48%) say access to mentorship and strategic advice is one of their greatest challenges.

As a brand visionary and story coach, the women who come to me are often looking for clarity—a missing piece they can’t quite name. And yes, lack of clarity can happen to anyone standing alone in their work. But the missing piece isn’t better photos, videos, products, or even more skills.

It’s the blind spots in their identity.

Let me explain: most of the women I work with have spent substantial time in the self-help world. They know their strengths and weaknesses—or at least they think they do. I’ve been there myself, thinking: Why should I dive into my story and values? I know who I am. Right?

Wrong.

This is different. For women, our work and the skills we excel at are tightly connected to our values. And here’s the key: values are abstract. Skills are values in action.

So, where do these values come from?
From our experiences. From our stories.

It sounds logical enough, but here’s the thing: even though many of us have created a mission, vision, and values statement for our businesses, we often don’t have a deep awareness—or the vocabulary—to articulate where those values come from.

Why does this matter?

Because our “why” is directly connected to our clients’ problems and the transformation we provide through our services or products. Research shows that 72% of consumers are more likely to buy from a brand aligned with their values. That connection doesn’t happen through showcasing skills or presenting knowledge—it happens through your story.

And here’s the magic: when we feel safe in our identity—when we align with our story and values—everything changes. Our daily decisions and interactions become empowered. We know when to say yes and when to say no. We know where to show up and where to pull back. We know whether social media makes sense for us or if we’d rather write op-eds to reach our audience.

When women in business take this approach, they not only feel more aligned but also create more meaningful connections with their clients. It’s no surprise that brands using storytelling are 22 times more memorable than those relying on facts alone.

When we feel safe in our business, just like in a relationship, our feminine strengths can fully unfold.

But in business, we don’t have a partner creating that safety for us. It’s something we have to provide for ourselves.

And we do that by knowing our story and values intimately.

Sources:

1. "66% of Women Say Confidence Is Their Biggest Hurdle" - Score.org

2. "72% of Consumers Prefer Brands Aligned With Their Values" - Soocial.com

3. "150,000 New Companies Founded by Women in 2022" - The Times

4. "48% of Women Say Lack of Mentorship Is a Major Barrier" - FT.com

3 Steps to Turn Your Story into a Blueprint for Business Success

In this still very young age of the Internet, social media and AI, it is easy to get sidetracked and confused when it comes to making business decisions and how we show up in our marketing.

How do we stand out? What sets us apart? It’s not our technical skills or tools, nor is it really what we’re selling - it's our stories, the unique threads of experience and values that only we can weave.

As an artist, mother and photographer, an introvert and sensitive, being a solopreneur has been challenging. Even though I was well educated, had a distinct and unique visual style, had skills and talent - I had a hard time finding my voice, putting words to my offers that made sense and showing up in my marketing in a way that felt authentic.

Years went by where I tried it all, from changing my niche, learning more skills and expanding my offers to stepping outside my comfort zone by speaking on camera and going to networking events. But what I thought was just me stepping outside my comfort zone was actually me bulldozing over my values hoping things would get better.

I was close to giving up several times. But giving up what I’ve invested decades, money and effort in was just too hard a pill to swallow. I couldn’t do it. I had to keep going.

I didn’t think there was anything out there I hadn’t heard of or tried.

You know how sometimes you just need the right messenger to hear the message? This was one of those scenarios. I’ve heard plenty about how values, mission and vision was the fundament of any endeavor. But this was different.

The Turning Point: Finding Clarity Through Collaboration

A friend and writer who had just come back from Italy where he started a youtube channel monetizing his dream - renovating a ruin in his ancestors village - encouraged me to dive into my story.

At first, I resisted. My initial thought was: "What else is there to know? I already know my story." But something about his encouragement struck a chord. This wasn’t about just knowing my story—it was about uncovering its depth, seeing the hidden patterns, and finding meaning in the twists and turns I had overlooked.

So I began. With my friend as my sparring partner, we traced the path that had led me here—not just as a business owner but as a woman, mother, artist, and introvert. We looked at my work, my values, and the moments that shaped who I was. What emerged wasn’t just a story—it was a blueprint.

I began to see that my struggles weren’t failures; they were reflections of me stepping away from the very values that made my work meaningful. The connection was undeniable: when I worked in alignment with my story, my creativity flowed, and my work resonated deeply with others. When I bulldozed over my values, chasing trends or mimicking what worked for others, I felt disconnected, drained, and invisible.

This realization became the turning point. It wasn’t just about clarity in my business; it was about understanding who I was and letting that identity anchor every decision I made—from my offers to how I communicated. My story wasn’t just a marketing tool; it was my compass.

The deeper I went, the more everything started to shift. Suddenly, showing up in my marketing felt less like a performance and more like a conversation. I wasn’t just creating content; I was creating connection. And people noticed. Clients who resonated with my work on a deeper level began to find me—women who were also navigating the challenges of business, creativity, and identity.

What’s most remarkable is how this process transformed not just my business but my life. I learned how to set boundaries with ease because I finally knew what aligned with my values and what didn’t. I stopped overexplaining myself because I no longer felt the need to justify decisions that were rooted in my truth. My confidence grew—not the loud, boisterous kind, but a quiet, steady confidence that came from knowing myself.

In entrepreneurship knowing our values and having an authentic framework is paramount.

Identity in the Age of AI: Why Depth Matters More Than Ever

In a world increasingly dominated by AI, automation, and endless streams of content, identity has become our most valuable currency. AI can generate words, mimic styles, and even create art—but it can’t replicate the human experience behind those creations. It can’t tell your story.

This is why your identity—rooted in your values, experiences, and story—is more important than ever. Without it, your work risks becoming just another drop in the digital ocean. But with it? You create something irreplaceable.

The good news is that uncovering your story isn’t about reinventing yourself; it’s about rediscovering what’s already there. It’s about seeing the connections between the chapters of your life and weaving them into a narrative that not only guides your business but brings meaning to your work.

Finding Your Story

If you’re a solopreneur or creative feeling stuck—if you’re struggling to find your voice or wondering how to stand out—start with your story. Here’s how:

1. Reflect on Your Journey: Look at the pivotal moments in your life, the struggles, and the triumphs. What values have consistently guided you?

2. Identify Patterns: What themes or threads run through your experiences? What have you learned, and how does that shape the way you show up today?

3. Embrace Your Unique Voice: Your story isn’t about perfection; it’s about authenticity. Don’t shy away from the messy parts—that’s where connection lives.

By connecting with your story, you create a foundation for everything else. Your marketing becomes more authentic, your decisions more aligned, and your business more sustainable. And the best part? You’ll find a renewed sense of purpose, depth, and joy in your work.

I know this because I’ve been there. Finding my story gave me clarity, confidence, and a sense of direction I didn’t know I was missing. And if it can do that for me, it can do the same for you.

Embracing Your Story

Your story isn’t just a nice-to-have—it’s your superpower. It’s what sets you apart in a noisy world and it’s what draws the right people to you. When you build your business on the foundation of your identity and values, it becomes more than a source of income—it becomes a source of meaning and joy.

If you’re ready to dive into your story and align your business with your true self, let’s connect. Whether you need guidance, a sounding board, or just someone who’s been there, I’d love to help you uncover the power of your story.